Monday, November 18

2013
is a special year for Italian lifestyle brand Police as it celebrates 30 years
of fashionable lifestyle accessories. Founded in 1983, Police has made a name
for itself in providing cutting edge eyewear such as the iconic blue tinted
mirror sunglasses. Included in Police’s line of lifestyle essentials are its
roster of watches, jewelry, leather goods, perfumes and apparel, thus cementing
its status as a reputable lifestyle brand.

“For
30 years, Police has maintained its tradition of producing trendy, high-quality
eyewear and accessories. For its anniversary, we continue this tradition by
introducing a brand new line that evokes style and attitude, two qualities that
can be found in all of our products,” remarks Police Brand Manager Stefano
Bozzo.

30 years of Police: a look back

Bozzo
shares that since the inception of Police in the early 1980’s, the brand has
introduced iconic styles that crossed borders and represented generations. One
of these styles, introduced in the late 1980’s, was the double profile glasses,
a unique design with a square and classical shape which embellished the frontal
part of the face.

The
style was followed in the early 1990’s when Police introduced the rock and roll
lifestyle and urban fashion to its line of eyewear. In 1993, Police made
another splash with the introduction of the iconic blue mirrored lens. The
style became a great success and continues to be popular today.

Hollywood
picked up on the Police lifestyle trend in the late 1990’s and early 2000’s.
Global brand ambassadors such as Bruce Willis, George Clooney, David Beckham
and Antonio Banderas brought their own unique appeal to Police. The youth also
became a focal point of the brand, when Police launched its Be Younique
campaign in 2010.

Riding the
K-Pop wave

From
iconic aviators to trend-setting blue tinted eyewear, Police is continuing the
trend by riding on the K-Pop wave. From TV dramas, Korean music, food and
fashion, it’s no doubt that K-Pop is here to stay. Bozzo reveals that together
with Police’s 30th anniversary, the brand is set to introduce the Police K-Pop line.

The
line pays homage to Police Eyewear’s best-selling blue-tinted sunglasses, the
S8299 model, which features a metal frame and polarized mirror lenses. The
Police K-Pop Line updates the best-selling look with new colored lenses while
adding a sophisticated look and feel.

Tapping local
talent

Following
the footsteps of popular Police brand ambassadors, Police has also tapped three
local talents to represent the Police lifestyle in the Philippines. Bozzo
reveals that these three ambassadors were selected as they embody what Police
is all about. Young, cutting edge and adored by many, actor Will Devaughn,
actress Roxanne Barcelo and top male fashion blogger David Guison were tapped
to be the new faces of Police.

“This
year and for the last 30, Police has been committed in producing eyewear that
isn’t just an accessory, but a lifestyle essential that transforms a person’s
look and enhances facial features while protecting the eyes.
It is through cutting edge eyewear that Police helps individuals showcase their
unique style, no matter their personality or taste,” concludes Bozzo.